IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v1y2011i2p24-42.html
   My bibliography  Save this article

The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries

Author

Listed:
  • Horst Treiblmaier

    (WU Vienna, Austria)

  • Larry Neale

    (Queensland University of Technology, Australia)

  • Sandy Chong

    (Curtin University of Technology, Western Australia)

Abstract

As online business thrives, a company’s Web presence holds enormous importance as a source of information, entertainment, and customer service for Internet users. Besides being user-friendly, a Web site should offer interesting and enjoyable content to attract online visitors in an ever-changing multimedia environment. Companies that operate globally must know how cultural differences influence the way potential customers perceive their sites. This paper presents a model that highlights the importance of ease of use, enjoyment, content, and brand trust for Web site loyalty. The model is subsequently tested in four countries: Australia, Japan, Mongolia, and the USA. The results show that perceptual differences exist: while ease of use is crucial for Web site loyalty in all four countries, the importance of content, perceived enjoyment, and brand trust varies across different cultures.

Suggested Citation

  • Horst Treiblmaier & Larry Neale & Sandy Chong, 2011. "The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries," International Journal of Online Marketing (IJOM), IGI Global, vol. 1(2), pages 24-42, April.
    • Handle: RePEc:igg:jom000:v:1:y:2011:i:2:p:24-42
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijom.2011040102
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:1:y:2011:i:2:p:24-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.